The Internet is an important new channel for commerce in a wide range of industries. While the opportunities afforded by this phenomenon seem readily apparent, there is still much debate and speculation on exactly how the use of the Internet and in particular the World Wide Web will affect...

For most of its existence advertising has focused on attracting customers. More recently, enlightened organisations have recognised the need to expand their communications efforts to incorporate all stakeholders, not only end-users. The marketing literature has begun to address stakeholder...